Reasoning for choosing this ad: I decided to choose this rhetoric because it has been “shared” by multiple friends on my Facebook feed over the past few months, which leads me to believe that it must be producing a significant impact on those people who either smoke or know someone that does smoke.
Summary: After analyzing this ad, I uncovered that it is possible to persuade smokers to quit thru explaining the benefits of quitting, rather than list graphic/violent stats of what smoking can cause. I learned that showing a time table of benefits is just as successful as using scare tactics, which is much more popular among organizations such as "truth". This project matters because it helps organizations understand new ways to reach out to a wider range of audience members. My first claim is that the ad is reinforcing a more realistic body image for smokers in Australia thru the use of ethos. My second claim is that the ad is reinforcing the idea that those who are “middle-aged” are at a higher risk of dying due to their smoking habit, but that it is never too late to quit.
Discussion Questions:
1. Do you think that using a positive ad is more likely to cease people from smoking or do you think that organizations like "truth" have the right idea when it comes to a appealing to fear?
2. Though the ad uses logos well, do you think there are better ways to go about using the time chart in order to persuade the intended audience?
3. How could genetic factors be included in this ad to help it become more persuasive?
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